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Social media has become essential for agents who want to grow their business. This allows us to find our ideal customers by attracting them rather than chasing them, continuing to deepen relationships and build new ones. This leaves many people wondering what they can do to build an engaged audience that consistently generates buyer and ad opportunities.
Here are the seven best social media tips I’ve ever heard and how you can apply them to increase your presence and influence through social media.
1. Master one platform at a time
There’s a figure of speech that says a jack-of-all-trades is no one’s master. When it comes to social media, one of the most common mistakes agents make is establishing a presence on all platforms. Lack of focus on one social media platform rarely leads to building an engaged audience on any platform.
The most effective agents focus on and master one platform at a time. They create an engaged audience and a systematic, sustainable flow of content on one platform, then move on to the next. They layer their successes on each other rather than trying to do it all from scratch.
Every platform offers opportunities, so which should you focus on? The answer to this question does not concern you; this is your ideal client. What platform do they use?
If your ideal customer is younger, perhaps a first-time buyer, then TikTok might make sense. If you’re focusing on a more mature audience, then Instagram or Facebook might make more sense. If you work on second homes or luxury properties, then LinkedIn should be a consideration.
Identify which social media platform your ideal customer is on and focus on growing that platform first. By focusing your attention on one main platform, mastery will come sooner.
2. Have a set of goals
Every activity we do in our business should have a set of goals, so we can understand if we are progressing in the direction we want.
All goals, including social media goals, should be SMART goals. This acronym encompasses everything lenses should have. They should be specific, measurable, achievable, relevant and time-bound.
Here are some examples of social media goals using this format:
- I’m going add 1000 friends (followers, connections, etc., depending on the platform) in 2023. This will be done by sending three friend requests a day.
- I’m going post at least 365 times in 2023. This means that I will post at least once a dayevery day of the year, and if I miss a day, I will make up for the missed day by posting twice the next day.
- I will comment and add value on five posts per day, five days a weekin local Facebook groups where people ask questions.
By having a measurable, specific, time-bound goal, your success and building a following will be systematic.
3. Be authentic
Authenticity is key when it comes to social media. Authenticity acts as a filter that attracts your ideal customers. It also filters out people who aren’t your ideal customers.
If you are a working mother and share your victories and struggles as a mother, you will attract those who can relate to you. In many cases, they will be your ideal customers. If you are a real estate investor and share your process of buying and renovating investment properties, you will attract other investors who could be your ideal clients.
Be authentic and social media will connect you with people who share your hobbies, passions and personality.
4. Be consistent
Consistency breeds trust. Consistency keeps you top of mind and confirms that you are the resource your connections can trust in all things real estate. But consistency involves two things that need to work together to maximize success on social media.
Your consistency should include both quantity and quality of posts. If you post every day, but the quality of your posts is poor, you will fail. If you publish high-quality content but only publish it once a month, it will be difficult to succeed. You need to have both if you want to maximize the opportunity provided by social media.
Three main types of content add quality. These posts include your followers in your activities, educate your followers or entertain your followers. Posts that include your followers are where you share what you’re doing and involve them in it.
Examples of messages where customers feel included:
- Discover the incredible kitchen of this house!
- Just leaving a great new announcement, and can’t wait to share all the details!
- Tonight I attended an event that benefited our local free medical clinic. Check out these photos — it’s an event you won’t want to miss in the future!
Examples of teaching positions:
- Here are the last quarter figures for our local real estate market.
- I love having lunch with clients; these are my three go-to restaurants in (your city).
- This is how rising interest rates affect your home buying process.
Examples of entertaining messages:
- Today I experienced the funniest thing that has ever happened to me in real estate…
- Here are the before and after photos of 123 Main Street. An amazing transformation that is now available for screenings…
- This is the story of how (client name) found her perfect home. It started …
Staying consistent with both the quality and quantity of posts will get results.
5. Document your trip
There’s a reason reality TV works so well. People like to watch others, and social media gives you a free way to document your professional and personal journey, creating the opportunity to connect with people even before you meet them in person.
Here are some examples of how you can document your trip:
- Share your thoughts as you head to the office in the morning.
- Share the process of launching your ad and everything related to it.
- Talk about what excites you about real estate and life.
All of these posts contain content that people are interested in. If they’re not interested, they’ll move on, which, as I mentioned above, is the natural filter when identifying your ideal customers.
Documenting your journey in real estate and in life is a great way to deepen your connection with your followers and find new relationships.
6. Respond to every comment
You have been authentic and you have been consistent. Finally, if someone comments on your post, please respond to each comment left. Not only does this give you the opportunity to communicate and interact with them, but it also lets the social media algorithm know that you have a post that drives engagement.
The more engagement your post generates, the more the social media algorithm will reward you by putting it in front of others.
Their comment also opens the door for you to connect with them. Something as simple as “thank you for your feedback” or “I really appreciate your perspective” shows them you care.
It also allows you to send them a direct message to personalize the communication. It could be something as simple as “thank you for commenting on my post”, “how are you?” or “It’s been a while since we spoke.” Do you still love your home?
Be sure to respond to every comment. By doing so, your engagement will build deeper relationships and increase the reach of your posts.
7. The $1.80 Strategy
The $1.80 strategy was introduced by Gary Vaynerchuk as an external engagement strategy to connect with potential new followers and draw attention to your profile. The process is relatively simple to understand, but like anything worth doing, it takes time to execute the strategy.
The process involves donating your “2 cents” or commenting on the top nine posts on 10 relevant hashtags each day. In other words, commenting on a total of 90 posts with your “2 cents” equals $1.80 in daily activity.
The process begins with identifying 10 relevant hashtags for your market. It can be #atlantahomes, #movingtoatlanta, #livinginatlanta or any other hashtag that relates to people in your area. Once you’ve identified the top 10 hashtags for your specific niche or field, leave valuable comments on the top nine posts for each hashtag.
It could be as simple as when someone asks if anyone knows a plumber in the area, you provide them with a name and personal experience. Or if anyone asks about the difference between school districts, provide information on school district websites.
The key is to be useful and to be seen as the resource for the region. You don’t even have to mention that you are a real estate agent; the more useful you are, the more people will view your profile and follow you. If someone thanks you for your comment, follow them because it will often get them to follow you.
This systematic approach to building your social media presence and influence is the best strategy I have seen and personally used to grow my relationships and customer base on all social media platforms of over 50,000 people. It works – if you work it.
If you’re serious about growing your customer base, I can’t encourage you to follow the $1.80 strategy enough.
Growing your following and influence on social media involves a systematic approach to adding value authentically and consistently. The more value you add to people on social media, the more relationships and influence you will develop.
Make your plan and start executing your plan. In doing so, success will follow.
Jimmy Burgess is the Director of Growth for Berkshire Hathaway HomeServices Beach Properties of Florida in Northwest Florida. Connect with him on Facebook or Instagram.